SEO Case Study · Langley, BC
How Strategic SEO Increased Organic Visibility for a Langley Law Firm
This SEO case study highlights how a strategic combination of technical SEO, local search optimization, website improvements, and targeted content helped increase organic search visibility for a law firm in Langley, British Columbia.
Over a 5-month SEO campaign, the website was optimized to improve rankings for high-intent legal searches while creating a stronger foundation for sustainable organic growth.
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Langley, British Columbia
Industry
Legal Services
Campaign Duration
5 Months
Focus
Local SEO & Organic Search Growth
Campaign Results
+156%
Organic Traffic
+187%
Search Impressions
+94%
Organic Clicks
126
Ranking Keywords
79
Page-One Keywords
27
Top-3 Rankings
12
#1 Rankings
5-Month Campaign
Results at a Glance
+187%
Increase in organic search impressions
+94%
Increase in organic clicks
+68
New keywords reaching Google's first page
+23
Keywords reaching the top 3 positions
12
Keywords reaching #1
+156%
Increase in organic traffic
+71%
Increase in local search visibility
01 — Objective
The Goal
The primary goal was to increase the firm's visibility for competitive legal searches in Langley, BC, while improving the website's ability to attract qualified potential clients.
At the beginning of the campaign, many targeted keywords were either ranking outside the first page of Google or had limited visibility.
The SEO strategy focused on moving these keywords into stronger positions while improving the overall quality and structure of the website. (Related reading: SEO for law firms: turning searches into signed cases.)
Primary objectives included:
Increase organic website traffic
Improve Google keyword rankings
Increase first-page keyword visibility
Improve local search visibility
Strengthen practice-area pages
Increase qualified consultation opportunities
Improve technical SEO performance
Build sustainable organic visibility
02 — Starting Point
The Challenge
The law firm's website faced several common SEO challenges affecting local visibility.
At the beginning of the campaign:
47
Targeted keywords ranking on Google
11
Only 11 keywords ranking on page one
4
Just 4 keywords ranking in the top 3
0
Targeted keywords holding a #1 position
Several important practice-area pages had limited organic visibility
Local keyword targeting was inconsistent across the website
Internal linking opportunities were underutilized
The firm needed a strategy that addressed both the technical foundation of the website and the relevance of its content for local legal searches.
03 — Approach
SEO Strategy & Optimization Approach
The campaign was implemented across several areas of the website.
01
Technical SEO
The initial technical SEO review identified 27 optimization opportunities, including:
Metadata improvements
Page structure issues
Internal linking opportunities
Mobile usability improvements
Indexation issues
Site architecture improvements
Image optimization
Technical performance improvements
02
Local SEO
The website was optimized around Langley and surrounding Fraser Valley search intent.
Targeted geographic phrases included:
Langley lawyer
lawyer Langley BC
Langley law firm
law firm Langley BC
Langley legal services
Langley BC lawyer
Fraser Valley lawyer
The campaign expanded local keyword coverage from approximately 18 targeted terms to 74 targeted terms.
03
Practice-Area Optimization
8 key service and practice-area pages were reviewed and optimized.
Each page was improved around:
Search intent
Page titles
Meta descriptions
H1/H2 structure
Keyword relevance
Content depth
Internal linking
Calls to action
Local relevance
This helped create a stronger relationship between the firm's services and the searches potential clients were making.
04 — Outcomes
SEO Results
After approximately 5 months of ongoing optimization, measurable improvements were recorded across organic search performance.
SEO Metric
Before
After
Change
Organic monthly traffic
640
1,638
+156%
Monthly impressions
18,400
52,800
+187%
Monthly organic clicks
420
815
+94%
Ranking keywords
47
126
+168%
Page-one keywords
11
79
+618%
Top-3 keywords
4
27
+575%
#1 keywords
0
12
New
Average CTR
2.28%
3.46%
+52%
Source: Google Search Console and keyword rank tracking, campaign start vs. month 5.
05 — Rankings
Keyword Ranking Improvements
Several high-intent local keywords experienced substantial ranking improvements.
Keyword
Initial Position
Final Position
Langley lawyer
#38
#3
lawyer Langley BC
#44
#2
Langley law firm
#31
#1
law firm Langley BC
#27
#3
Langley legal services
#52
#6
Fraser Valley lawyer
#61
#9
[Practice Area] lawyer Langley
#34
#2
[Practice Area] law firm Langley
#47
#5
The objective was not simply to rank for one high-volume keyword, but to increase visibility across a broader group of searches representing different stages of the client's search journey.
06 — Timeline
SEO Growth Over Time
January
Initial SEO Baseline
The initial SEO audit identified 47 ranking keywords, with only 11 keywords appearing on Google's first page.
Organic traffic averaged approximately 640 visits per month.
The website had several opportunities for improvement across technical SEO, local keyword targeting, internal linking, and practice-area content.
February
Technical SEO Improvements
The first optimization phase addressed the website's technical foundation.
More than 27 technical and on-page SEO improvements were identified and addressed.
By the end of the month:
Ranking keywords increased from 47 to 61
Page-one keywords increased from 11 to 19
Organic impressions increased approximately 24%
March
Local SEO & Content Optimization
The next phase focused on local search optimization and practice-area content.
8 core service pages were optimized around relevant legal search terms.
By March:
Ranking keywords increased to 78
Page-one keywords increased to 31
Top-3 rankings increased from 4 to 9
Organic traffic increased approximately 47% compared with the initial baseline
April
Ranking Growth
Continued technical SEO improvements, internal linking, and content refinement helped additional keywords move into Google's first page.
By April:
101 keywords were ranking
52 keywords reached page one
18 keywords reached the top 3
Organic impressions increased approximately 121%
Organic clicks increased approximately 73%
May
Strong Local Visibility
By May, the website had achieved significantly stronger visibility across its targeted Langley legal search terms.
Results included:
126 ranking keywords
79 page-one keywords
27 top-3 keywords
12 #1 rankings
+156% organic traffic growth
+187% increase in organic impressions
+94% increase in organic clicks
The campaign demonstrated how consistent SEO improvements can compound over time rather than relying on a single optimization or short-term ranking spike.
07 — Perspective
Why Long-Term SEO Matters for Law Firms
Legal SEO is highly competitive, and meaningful organic growth typically requires ongoing optimization.
Over the course of this campaign, the website moved from 11 first-page keywords to 79, creating substantially more opportunities for potential clients to discover the firm through organic search.
For a local law firm, improved search visibility can contribute to:
More qualified website visitors
Greater local brand visibility
More practice-area exposure
Increased consultation opportunities
Stronger organic traffic
Reduced reliance on paid acquisition
Long-term search visibility
The goal of SEO is not simply to generate traffic.
The goal is to attract the right people searching for the legal services the firm provides.
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Looking to Increase Your Law Firm's Google Visibility?
I help law firms improve organic search performance through:
Technical SEO
Local SEO
Keyword strategy
Practice-area SEO
Website optimization
SEO content strategy
Internal linking
Conversion-focused web design
Ongoing ranking and traffic analysis
If your law firm serves Langley, Surrey, Abbotsford, Fort Langley, or the surrounding Fraser Valley, a strategic local SEO campaign can help improve your visibility when prospective clients are actively searching for legal services.
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